Kelly McDonald

Every business and organization wants to do better and be better. A proven way to accomplish this is to have employees with different viewpoints and perspectives, because they are able to serve different customers and clients in meaningful ways. But our differences can often create friction. People often don’t see eye-to-eye on problems and issues. Their communication styles may be very different.

Their levels of experience may be miles apart. Cultural backgrounds and norms can differ. Even men and women can see situations differently. How do you work alongside someone who may be quite different from you, respect those differences and be effective in your role?

“How to Work With & Lead People Not Like You” shows how to navigate a complex work environment, build trust and solve problems to move the business forward. The result is business growth, higher profits, greater employee retention and engagement, and best in class customer satisfaction and loyalty.

Learner Outcomes:

• You’ll learn why it seems so hard to work with people not like you. And why that makes you NORMAL, not a bad person. You’ll learn why it often comes with stress, complex emotions and fear of saying the wrong thing.
• Eight specific tactics will be shared for how anyone can succeed in today’s workplace without losing their mind or becoming frustrated by approaches to work that may differ from theirs.
• Four key words that will transform how you interact with your colleagues and associates in tough situations to get the best outcome.
• The one phrase that will smooth over every mistake or problem – every time.

If you could grow your business simply by marketing to your existing customers and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you have to win over the customers and prospects you’re not getting, but could be. And typically, the customers you’re not getting are ones who are “not like you”.

You know how to sell. You know how to communicate effectively with your customers. But how do you form a connection with people who are very different from one another? When working with different clients and prospects, you need to be able to break through barriers to connect in a meaningful way, build trust and tap into values.

You need tactics that are crafted specifically for diverse groups of people and their cultural preferences. People spend money on what they value. Show all of your customers and prospects how you fit into what they value, and they’ll show you the money. Using consumer insights and real-world, relatable examples, “How to Market to, Sell to & Serve People Not Like You” shows you how to grow your business with simple, effective, and proven tactics that don’t cost a dime or take forever to get off the ground.

You’ll Learn:

• The research-based differences for how men and women want to be sold. This is a game-changer!
• How to uncover the most important thing your customers wish they could change about working with you – while cementing and deepening your
  relationship with them
• Consumer insights for different groups that will cement your relationships and foster exceptional customer experiences: Asian, Hispanic, Black, Middle Eastern customers, men & women, and what younger customers want more than
  anything.
• Practical tactics, and do’s & don’ts for working with different groups of people that demonstrate “I see you and value you – and want to do business with you”.
• The five words that will smooth over any mistake or glitch, every time. They are the only words your customers want to hear from you when things go wrong.
• And you’ll learn the words they don’t want to hear.

The economic, demographic, lifestyle, communication and social shifts that are occurring in the U.S. are startling and profound. For business, these shifts and trends must be understood – and leveraged. Economic pressure on consumers is altering how they spend money and make choices on a daily basis.

Quality brands win as consumers adopt a “bigger, better, fewer” mindset, meaning that it’s not worth skimping on splurges or desires. Instead, the consumers mindset now is “make it count”. “Little luxuries” are how consumers “reward” themselves now and therefore, the customer experience creates a greater value factor when it comes to fostering value and loyalty.

Additionally, recruiting new talent on an ongoing basis, especially with younger workers is a challenge, but trends have emerged on what works – and what doesn’t. For both Millennials and Gen Z, the good that their companies do – and their role in driving that – is now the cool thing to brag about. Tailoring customer interactions with cultural insights is tremendously powerful – and valuable.

It’s imperative that you understand these new shifts, the way that people live and work today and what’s important to them. Your business growth depends on it. This presentation will focus on the eight biggest macro trends that affect your business today – and tomorrow.

You’ll learn:

• How to leverage these macro trends in specific, actionable, no-cost ways that you can implement immediately
• Specific consumer insights for different groups of customers, prospects and talent: what they want – and don’t want. Do’s and don’ts will be covered.
• How customer expectations are changing and how to create an exceptional, consistent, and meaningful customer experience
• The five words that will smooth over any friction, mistake or problem every time

Deliver a better experience, for every kind of “customer”.

In today’s business climate, organizations and companies must differentiate themselves with the experience that customers have, in addition to the products and services offered. It’s not about what you sell, but how. The way to stand apart from your competition, retain your existing customers and grow your business with new customers is about offering an experience like no other.

This engaging and high content session will cover eight ways to leverage macro trends that show your customers and prospects that you see them and “get them”. These tactics not only raise the bar in business and keep customers coming back, but also foster higher employee engagement and retention. A “one-size fits all” approach to the customer experience is no longer viable. Inn this session, you’ll learn specific, no-cost tactics that you can apply right away that will grow your business and cement customer loyalty.

Key Learning Objectives:

• Specific customer values and insights that will help you serve, satisfy and retain your many different types of customers effectively: Men, women, Black, Hispanic, Asian and Southeast Asian (India), LGBTQ+, disabled, Boomer, Millennial and Gen Z customers
• The principles that ensure an exceptional customer experience
• What to do – and NOT do – when things go wrong. The only 5 words that customers want to hear and that work every time

The race to be the best and stay the best has no shortcuts. The best athletes know that they must consistently train to stay fit and that preparation always pays off. “Sales fitness” requires the same dedication, discipline and training as any other fitness regimen. You have to fuel your prospecting and sales initiatives with the right ingredients to achieve top performance. One of the most important issues to address within your plan is how to effectively position your business beyond its products and services, to show the value to your prospects and customers.

This is called a FAB analysis: Features – Attributes – Benefits. Too often, businesses and franchisees make broad, sweeping efforts in their sales and marketing that are non- specific or not focused on the what the customer actually wants. The only thing that customers and prospects care about is that which benefits them – and this session will show you how to identify what the key benefits of doing business with you are and how
to translate that into a meaningful and effective sales strategy.

This session will focus on how you can effectively prospect and sell your services to better serve your community. You’ll learn how to create the most relevant, compelling and powerful messaging and approaches to truly entice new prospective customers as well as retain the great ones you already have. This interactive, hands-on session will show you how adding a new “exercise” to your routine can really stretch your sales muscles and bring effective results to your bank immediately.